Reputação de marca institucional em instituições de ensino superior

: estudo de caso : Universidade Católica Portuguesa

Abstract

We live in times defined by the creation and evolution of brands, which are increasingly present and complex in our status quo. From the wide range of research directed towards the study of branding, there is a gap in the research directed towards higher education brands, being relevant to increase the available knowledge in this area. Moreover, a specific Portuguese higher education institution, Universidade Católica Portuguesa (UCP), appears to have recently (2016) applied a new branding strategy in order to work on its institutional brand, a concept with low presence in the several Portuguese higher education institutions due to its small dimensions.With this research, it was sought to understand the perception of the UCP customer, in Lisbon, and of those who do not take advantage of their services, in order to understand how the opinions of both audiences diverge from the reality of the brand, explained by the Rectors Office Communication and Marketing Department at Universidade Católica Portuguesa. The brand under study was the institutional brand of the UCP, only in Lisbon, given the impossibility of meeting the national sample due to its high scale and the short time to complete the research. The results obtained made it possible to ensure the achievement of the outlined objectives and also to validate one of the three research hypotheses, as well as to partially validate the remaining two hypotheses. It was possible to ascertain that the UCP customer has a partial perception of brand identity, as well as perceives a partially different reputation from those who do not use the services of UCP. Finally, it was concluded that the customers of the University define the institution in a way that is consistent with the definition given by the management itself.

Date of Award	27 Jan 2022
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Simão (Supervisor)